Return to Sender: Rethinking Retail Returns

As major sales events reshape Asia’s retail landscape, brands must prepare for a surge in online purchases—and the subsequent rise in retail returns. With processing costs climbing and consumer expectations for seamless experiences higher than ever, efficient returns management has become essential for preserving margins and ensuring customer satisfaction.

Across all retail sectors, the average return rate is approximately 17%. However, in the fashion industry, that figure is significantly higher, reaching 30%. This indicates that returns are not just a reality—they are a fundamental part of the online shopping experience. For example, the latest data shows that Australians purchase more clothing per capita than any other country, with an average of 56 items per year – of which, roughly one in three garments is returned to retailers.

As these figures demonstrate, the challenge of managing returns is growing. Consumers today expect a hassle-free, fast, and convenient returns process, and they are increasingly making decisions based on the quality of a retailer’s return policy. This makes it even more critical for retailers to rethink their approach to returns, not just as a necessary cost, but as a potential opportunity to enhance customer loyalty and streamline operations.

The Consumer’s Evolving Expectations

Today’s consumers demand consistent, personalised experiences across all touchpoints—whether it’s in-store or online. They expect a range of payment options, faster refunds, and the ability to access products whenever and wherever they want. This level of convenience and flexibility is only achievable through a true omnichannel approach that integrates seamlessly across platforms.

Returns are no exception. Customers want to return items in the most convenient way possible, whether that means in-store returns and exchanges, or at-home returns collection. Such offerings not only streamline the process but also enhance the post-purchase experience, which is vital for building trust and long-term loyalty.

Reducing the Cost of Returns with Technology

The financial impact of returns is substantial. Retail returns in the US saw a dramatic increase, surging from $308 billion in 2019 to $743 billion in 2023. While no equivalent data exists for many Asian markets, regional ecommerce sales are skyrocketing. For example, Singapore’s online retail sales reached record highs during last year’s shopping festivals, with significant portions likely subject to returns.

Leveraging the right technology can help reduce these costs significantly. For example, optimising return shipment routing can lower shipping costs, prevent cross-border shipments, and ensure that returned items are sent to stores with higher demand or lower stock levels. Many retailers already use intelligent algorithms to optimise outbound shipments—why not apply the same principles to inbound returns?

Additionally, in an era of workforce shortages, automation offers a solution to reduce the need for manual intervention. When refund failures occur, customer service agents often must manually reprocess transactions or contact customers for new payment details—an expensive and time-consuming process. By automating these retries or offering customers a Pay by Link option, these challenges can be addressed without the need for agent involvement.

The Return Policy Dilemma: Charging or Not?

Charging customers for returns is becoming a more common practice. However, this approach can be a deterrent, potentially reducing conversion rates or pushing customers to competitors. A recent study by Manhattan Associates revealed that consumers are now more cautious with their purchases, making flexible and customer-friendly return options more essential than ever. The research found that over 69% of respondents indicated that a store’s return policy affects their decision to purchase, with 40% of respondents will actively research a store’s return policy before making a purchase. While many consumers have come to expect free returns, there is a notable shift in how they view and interact with return policies, showing a growing awareness and acceptance of changing policies.

When considering the high cost of returns on retailers, rather than passing the cost of returns onto the customer, the focus should instead be on cutting expenses in areas such as shipping, cross-border fees, and replenishment costs. This allows retailers to protect the customer experience while managing returns in a cost-effective manner.

The importance of a positive returns experience cannot be overstated. Manhattan Associates’ research also revealed that a positive return experience was deemed pivotal for customer loyalty, with 91% of respondents indicating it makes them more likely to become long-term customers. In today’s competitive retail landscape, returns can no longer be seen as a cost but rather as an opportunity to enhance customer loyalty and drive repeat business.

Returns as a Differentiator

Retailers should view reverse logistics not as a burden, but as an opportunity for differentiation. Self-service return options are increasingly popular as consumers seek convenience and autonomy in managing their transactions. Providing such options allows customers to take control of their returns experience while also creating opportunities for retailers to drive sales. By leveraging technology to enable seamless returns and exchanges, retailers can transform a transactional process into a sales-driving interaction.

Optimising the Returns Experience

Ultimately, a poor returns experience can severely damage the retailer-customer relationship, particularly during peak seasons. To avoid this, brands must ensure that their returns processes delight customers just as much as their shopping experience. This involves optimising return shipment routing, enhancing exchange conversions, and offering transparent, hassle-free return policies.

By providing expedited refunds, easy exchanges, and accessible self-service options, retailers can turn returns into a competitive advantage. These efforts not only reduce costs but also strengthen consumer loyalty, ensuring a better overall customer experience and driving higher sales—both of which are essential in this rapidly evolving retail landscape.

Written by Richard Wright, Managing Director, SEA, at Manhattan Associates

For more information, please visit: https://www.manh.com/en-sg